Path: Top > Skripsi - D4 > 2017 > Jurusan Administrasi Niaga > Program Studi Manajemen Pemasaran > 2021
The Impact of Video Advertising on Tik-Tok Digital Platform Toward Purchase Intention
Skripsi, 051 / 2021 / MPI
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:20:01
Oleh : Maria Rizma Kibtyah - 175264052 (mariarizmaak@gmail.com)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Attitude toward Online Video Advertising, Tiktok Advertising, Purchase Intention, Flow
MSMEs are the most important element in the economy of Indonesia. Due to the COVID-19 pandemic, the sustainability of MSMEs is threatened by a decline in demand for products and services due to changes in consumer purchasing power. One of the efforts to survive is by digitizing. One of them is by advertising on social media. Social media that is loved during the pandemic is a short video application (Tiktok). This is an opportunity for MSMEs to carry out promotions to reach consumers and stay afloat during the pandemic. Of course, this will affect the way consumers choose brands and products. This study will identify the factors that will influence consumer attitudes in shaping consumer buying intentions through mapping attitudes towards online video advertising in the Tiktok application and knowing the relationship between flow and attitudes towards online video advertising and purchase intention. To fulfill the research objectives, the authors used descriptive analysis with a survey using a questionnaire distributed Online to Tiktok users in West Java. Of the 400 respondents' data that has been collected and processed, the positive and significant factors that influence ATVOA are entertainment and credibility. Meanwhile, informativeness and personalization have an indirect effect on ATVOA. A positive ATVOA fosters purchase intention in consumers. Also, flow has a good relationship with ATVOA and purchase intention. Keywords: Attitude toward Online Video Advertising, Tiktok Advertising, Purchase Intention, Flow.
Undergraduate Theses from JBPTPPOLBAN / 2023-01-09 13:20:01
Oleh : Maria Rizma Kibtyah - 175264052 (mariarizmaak@gmail.com)
Dibuat : 2023-01-09, dengan 4 file
Keyword : Attitude toward Online Video Advertising, Tiktok Advertising, Purchase Intention, Flow
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Deskripsi Alternatif :MSMEs are the most important element in the economy of Indonesia. Due to the COVID-19 pandemic, the sustainability of MSMEs is threatened by a decline in demand for products and services due to changes in consumer purchasing power. One of the efforts to survive is by digitizing. One of them is by advertising on social media. Social media that is loved during the pandemic is a short video application (Tiktok). This is an opportunity for MSMEs to carry out promotions to reach consumers and stay afloat during the pandemic. Of course, this will affect the way consumers choose brands and products. This study will identify the factors that will influence consumer attitudes in shaping consumer buying intentions through mapping attitudes towards online video advertising in the Tiktok application and knowing the relationship between flow and attitudes towards online video advertising and purchase intention. To fulfill the research objectives, the authors used descriptive analysis with a survey using a questionnaire distributed Online to Tiktok users in West Java. Of the 400 respondents' data that has been collected and processed, the positive and significant factors that influence ATVOA are entertainment and credibility. Meanwhile, informativeness and personalization have an indirect effect on ATVOA. A positive ATVOA fosters purchase intention in consumers. Also, flow has a good relationship with ATVOA and purchase intention. Keywords: Attitude toward Online Video Advertising, Tiktok Advertising, Purchase Intention, Flow.
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| Properti | Nilai Properti |
|---|---|
| ID Publisher | JBPTPPOLBAN |
| Organisasi | |
| Nama Kontak | Erlin Arvelina |
| Alamat | Jl. Trsn. Gegerkalong Hilir Ds. Ciwaruga |
| Kota | Bandung |
| Daerah | Jawa Barat |
| Negara | Indonesia |
| Telepon | 022 201 3789 ext. 168, 169, 239 |
| Fax | 022 201 3889 |
| E-mail Administrator | erlin.arvelina@polban.ac.id |
| E-mail CKO | erlin.arvelina@polban.ac.id |
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Kontributor...
- Supervisor: Dr. Drs. Iwan Mulyawan, MBA.
Co-Supervisor: Rafiati Kania, S.Si., MSM., Editor: Erlin Arvelina
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